Strategy Development & Market Entry Planning
The Client
Headquartered in Singapore, Pan Pacific Hotels Group is a global hospitality company that owns and/or manages more than 50 hotels, resorts and serviced suites across Asia Pacific, Africa, North America and Europe.
The Asset
237 rooms including 42 suites
Events space capacity: up to 400 guests
Award-winning Spa Utopia
The Client need
Define and structure the business plan and related commercial strategy for Pan Pacific London – initiated 15 months prior to opening – to support the launch of Pan Pacific Hotel Group’s first property in Europe.
STRATEGIC PLANNING JOURNEY
Discovery and Executive Alignment
Led and chaired an Executive Committee product discovery session to establish the hotel’s strategic vision, core objectives, and development priorities.
Aligned the project scope with Pan Pacific Group’s global standards and long-term commercial strategy, ensuring synergy with brand values and corporate growth objectives.
Market and Competitive Analysis
Conducted in-depth market research covering macro-economic indicators, London inbound tourism outlook, international visitor arrivals, and luxury travel trends to assess demand potential.
Performed competitor benchmarking through mystery audits of key luxury London hotels including Four Seasons Ten Trinity, Rosewood London, Shangri-La The Shard, The Ned, Andaz Liverpool Street, ME London, The Langham London, to evaluate service standards, pricing strategy, and brand positioning.
Developed two benchmarking frameworks - Local and Aspirational – to measure competitive positioning within London’s luxury landscape.
Executed STR and HotStats data analysis to evaluate market performance across occupancy, ADR, RevPar, identifying seasonal and day-of-the week demand fluctuations.
Completed BAR pricing assessment to map competitive rate positioning and identify opportunities for strategic differentiation.
Strategic Definition and Positioning
Formulated the hotel’s Mission Statement and Unique Value Proposition, focusing on contemporary luxury, personalised service, and the brand’s commitment to wellness and innovation.
Defined key Business Objectives with the commercial strategies and team structure supporting each business objective, integrating Group sales & marketing synergies.
Produced comprehensive SWOT analyses for the new property and its principal competitors.
Conducted a full PESTEL analysis to evaluate external political, economic, social, technological, environmental, and legal factors influencing the London luxury market.
Commercial Strategy
Integrated business mix and channel mix financial forecasts, incorporating segment value, ARR, and rooms revenue projections to ensure a balanced portfolio.
Identified primary demand drivers across corporate, leisure and group segments to inform sales, marketing and pricing strategy.
Developed commercial strategies for each business objective, including revenue management, distribution, sales, marketing and partnership initiatives.
Benchmarked performance targets using STR comparative data to ensure competitiveness within the London Luxury Set and key aspirational peers.
Analysed Pan Pacific Group’s Sales and Marketing structure to leverage cross-property synergies and integrate best practices into the London launch strategy.
Organisational Design and Implementation
Outlined the commercial team structure required to deliver the defined business objectives.
Developed visual competitor profiles and dashboards to support management decision-making and ongoing market monitoring
Outcome
The process culminated in a comprehensive, data-driven business plan aligning strategic intent, market insight, and commercial execution. The plan positioned the new Pan Pacific London to enter the market competitively, capitalising on growth opportunities in the city’s luxury segment, and reinforced the Group’s reputation for excellence in hospitality.
